The way to make video commercials has changed over time. A few decades ago it was all about exalting the goodness of a product, as if it were perfect in every way. Over time, the appearance of celebrities and sports personalities became commonplace and in recent times, commercials have improved in quality. Behind the making of many of the commercials we see on television and the Internet is a film production team. Effects from a Holywood movie are used, and songs are implanted in the mind of the viewer. But it seems that this has not been enough for the millennials, as the generation of people born at the end of the last century is known.
The Millennials ' attitude to traditional advertisingThe Millennial Consumer Trends 2021 study, which asked 1300 Millennials to collaborate, revealed that the vast majority of ads are unable to capture the attention of this sector of the population. According to the participants, current advertising is biased and implausible, but there could be more reasons behind this widespread indifference. The media bombard us at all times and in all places with commercials. We have become accustomed to simply ignoring them and doing other things while we wait for our TV programme to start or our video to play. They unconsciously lose interest when they realise that a piece of content is more of the same, and they realise this in a matter of seconds.Inbound marketing : the new advertising strategy However, there is one advertising strategy that seems to be giving better results: inbound marketing. It consists of a type of advertising that privileges the content above all.
On YouTube we can find examples of ads made with this innovative concept. Some are characterized by using special effects to the minimum, or not at all. Others show us ordinary people doing ordinary things. It also draws attention to who the "celebrities" are that appear in many of these commercials. These are individuals who became famous on the Internet by doing and saying funny things. Surprisingly, many young people are more attracted to these characters than to movie and TV stars.
To better understand inbound marketing, let's imagine that the company Mundofiestas commissions us to produce a commercial that will appeal to an audience of 30 years old or younger. This business specializes in organizing parties. For its production, we could film some satisfied customers expressing their opinion about the service received. Obviously, we would highlight the most positive aspects of their experience. We could also invite a local personality from the social networks or YouTube to attend a party organized by this company and give us, in their style, their impressions. But that does not mean that capturing the public's attention is impossible.
It's just a matter of looking authentic, being inclusive and getting creative.